Kenco Coffee Vs Gangs Brings Pioneering Initiative To TV

Kenco Coffee Vs GangsKenco is bringing a ground breaking new initiative to the small screen this August, with its ‘Coffee Vs. Gangs’ programme – part of the Coffee Made Happy programme from Mondelēz International.

The advert tells the story of life in Honduras through a mix of live action and animation via the medium of tattoos, the central representation of gang culture in Central America. We see a young man on the brink of becoming involved in violent gang activity but, as the story unfolds, we see his path change as he embarks on the Coffee vs Gangs project.

Coffee Vs. Gangs gives young people in Honduras the opportunity to train as coffee farmers, born out of the belief that if you care for the people who care for the bean, you get quality coffee. Kenco will work with local people from the inner city and from coffee-farming communities who may be at risk of falling into crime, and equip them with the skills they need to become successful coffee entrepreneurs – giving them a better chance of a secure future and helping them stay out of gangs.

Honduras is the top coffee producer in Central America and the seventh largest in the world, and produced 3.8 million 60kg bags of coffee this season. The country has 110,000 registered coffee producers, with 92 per cent considered small producers, who generate more than 1 million jobs during the picking season – creating employment for more than 12.5 per cent of the Honduran population.

The 11-month training programme, delivered alongside FUNDES and Sogimex, is part of Coffee Made Happy, a global $200 million Mondelēz International project that aims to help 1 million coffee smallholder farmers become successful entrepreneurs. The programme already works with 16,500 farmers in Honduras.

Emad Nadim, Brand Manager, Kenco says: “Mondelēz International is a big player in coffee and collectively we and our consumers – who drink about 8.6million cups of Kenco a day – have a responsibility towards the communities that our coffee comes from. The Coffee Vs Gangs Pilot Project will offer an end-to-end programme from lodging, to food, to business skills, following individual stories along the way and creating true brand transparency and a step towards real sustainability.

“This is an extremely exciting and potentially life-changing project on which we are embarking. The advert has a completely new look and feel to what people are used to from Kenco, but it embodies the seriousness of life in Honduras. I strongly believe this Kenco ad pushes the boundaries of coffee advertising and brand transparency, above the norm of smiling people holding steaming cups of coffee.

“We have ventured into the unknown with this campaign but we have a passionate team and equally passionate customers to drive this forward. We are looking to the future of the industry and our responsibilities in ensuring the coffee supply chain and those that care for the beans are protected.”